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Medición de la orientación al mercado de las empresas del sector artesanal en Boyacá y su incidencia en los resultados empresariales

Author

Listed:
  • Sonia Yajqueline Mateus Riveros
  • Edison Jair Duque Oliva

Abstract

El trabajo recoge una propuesta metodológica, a partir de una amplia revisión conceptual sobre la orientación del mercado, para estudiar la existencia de un comportamiento orientado al mercado en el sector de las artesanías en Boyacá, y la relación entre la orientación y los resultados. Con este propósito se analizan las concepciones propuestas por Narver y Slater (1990) y por Jaworsky y Kohli, (1993), se adopta la escala de medida de orientación al mercado MKTOR, de Narver y Slater, (1990), la cual indica que la OM es unidimensional, y está compuesta por la orientación al cliente, la orientación a la competencia e integración y la coordinación de funciones.

Suggested Citation

  • Sonia Yajqueline Mateus Riveros & Edison Jair Duque Oliva, 2011. "Medición de la orientación al mercado de las empresas del sector artesanal en Boyacá y su incidencia en los resultados empresariales," Apuntes del Cenes, Universidad Pedagógica y Tecnológica de Colombia, July.
    • Handle: RePEc:col:000152:013076
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    More about this item

    Keywords

    orientación al mercado; sector de artesanías; rendimientos empresariales; análisis de escalas.;
    All these keywords.

    JEL classification:

    • M14 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Corporate Culture; Diversity; Social Responsibility
    • G14 - Financial Economics - - General Financial Markets - - - Information and Market Efficiency; Event Studies; Insider Trading
    • M21 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Economics - - - Business Economics
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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